Leeds hospitality marketing specialist, Brain Fuud, has launched a multi-channel brand campaign for new Detroit pizza business Well Oiled.
Encompassing outdoor media, paid socials, and offline events, the campaign centres on a fun on and offline treasure hunt, with free pizza rewards for lucky finders.
Brain Fuud developed a fun narrative around the fellow Leeds brand’s use of pickled pineapple, often seen as a divisive topping, positioning the fruit as being shunned, destitute and in hiding. Followers are encouraged to search for actual pineapples, hidden around the city, with clues released each day online. Lucky finders are asked to post about the hunt through their own social media, before bringing the pineapples home to Well Oiled.
James Newman, founder of Well Oiled, said: “This fun brand campaign has really tickled people. It perfectly delivers topline brand awareness, drives tongue in cheek conversation around the often maligned pizza topping, generates lots of UGC, and reinforces our brand positioning.”
Hunt down Well Oiled on Instagram at getwelloiled for your own piece of pizza perfection/pestilence (delete as approapriate.)